Twenty Two Costly Marketing Mistakes – Part 3

Here, in the third of a three – part article, are six more marketing mistakes restaurant operators should avoid.



Mistake 17:  Delaying your marketing program until you need it.  Often, the time you need marketing most is the time you can least afford it.  Most restaurants are busy in the summer and before holidays.  But they often forget the beginning of the year when times are lean.  The restaurant business is either feast or famine.  So, make sure you keep your marketing program in place and working year ‘round’.  This will help keep your business in a 12 month feast, and famine will be a thing of the past.


Mistake 18:  Assuming your prospective customers understand the restaurant business.  You live, eat, sleep and breathe your restaurant, so it’s easy for you to assume that your customers understand your business as well as you do.  They don’t.  In fact, most customers don’t know a hill of beans what goes on in a restaurant other than what your waiter tells him when he arrives.  And what about your prospective customer?  He has never been to your restaurant.  So he may know absolutely nothing at all.  Make sure your marketing message is simple and direct.  Don’t use big words.  If you do, you risk your prospect not understanding what you’re saying.  And people don’t buy what they don’t understand.  Use your marketing message to educate your prospective customer.  And remember, keep everything simple.


Mistake 19:  Making your advertising look the same as all other restaurants.  It looks like a glorified business card.  The name of your restaurant, your logo and your address.  Boring.  You never get anyone’s attention by being the same.  People are overwhelmed with marketing messages today.  You need to stand out to get noticed.


Mistake 20:  When competition moves in do nothing.  Recognize the impact competition will have on your customer base and take action that emphasizes your strengths.  If you decide to make changes to your menu, to your restaurant or how you do business let your customers know!  Give them a reason to come in again.


Mistake 21:  Recognizing a good idea but failing to act on it.  Many of us recognize a trend happening in what customers are wanting.  The successful restaurant operators act on these changes.  If you see something work in another area then implement it in your restaurant.  Heck, the drive through in the food business was stolen from banking – one of the least innovative of all industries.  It now accounts for a substantial proportion of all fast food revenue.  Successful restaurant operators act on good ideas when they see them.  Their restaurants are constantly changing and improving to meet the demands of the marketplace.  These changes give you something new to tell your customers and get them coming in more frequently to see what’s happening.


Mistake 22:  Not changing with the times.  What was popular 40 years ago is not today.  We are facing an ever more demanding customer.  Now we have an abundance of two income families and we are facing ever-increasing demands on our time.  People are making fewer meals at home, they want to eat on the run.  The most valuable commodity now is not gold, silver or diamonds, but time.  If you can give people time, you can make a fortune.


Click Here to Learn How Your Restaurant Can Get $32.67 or More Back For Every Dollar You Invest In Your Marketing.

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